In a world increasingly focused on calorie consumption, consumers have been on the lookout for ways to indulge their sweet cravings without the risk of weight gain, leaving food and beverage manufacturers struggling to meet this demand. Concerns over health issues related to artificial sweeteners like saccharin have grown. As wellness becomes a priority—evidenced by a rise in products featuring less sugar and more natural ingredients—stevia has emerged as a popular choice for both manufacturers and consumers. With new FDA-mandated nutrition labels set to be released in the coming years that will emphasize added sugar content, manufacturers are actively seeking methods to market their products as healthy, natural, low-sugar, and low-calorie alternatives. By opting for a natural sweetener like stevia instead of artificial sweeteners or sugar, they may achieve this goal.
In 2017, stevia was a component in over a quarter (27%) of newly launched products that contained high-intensity sweeteners, especially in snacks, dairy, juice, and other beverages. Notably, Coca-Cola plans to introduce a stevia-sweetened drink in 2018, providing a strong endorsement for this natural sweetener. The collaboration between PureCircle and farmers is particularly timely, as the number of tobacco farms in North Carolina has declined due to reduced demand. An October report from North Carolina State Extension predicts that while increased tobacco taxes may sustain revenue, demand for tobacco products will continue to fall. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or rotating their plantings, farmers can make better use of their land.
The adoption of stevia as a tobacco substitute is still in its early stages, but both farmers and manufacturers remain hopeful. Additionally, as consumers seek healthier options, there is a growing interest in products that combine ingredients like stevia with dietary supplements, such as Citracal calcium supplement D3 280, which supports overall wellness. This trend reflects a broader movement towards healthier living, where consumers are increasingly aware of the ingredients in their food and beverages, including the benefits of natural sweeteners like stevia and essential nutrients like calcium and vitamin D.